Archive for May 18th, 2009
I stepped out for a quick break today and picked up a cup of tea across the street. Turns out that I could not escape the spa world for even five minutes because what was on the hot cup’s sleeve? An ad for Bliss! Smiling back at me was one of the spa’s signature whimsical designs along with a message, “Wake up and smell the coffee. Your skin needs protection to face the day.” The back of the sleeve also offered a deal—if people bring in the sleeve into a Bliss spa or a Sephora store, they would receive a free sample of the line’s Best of Skintentions SPF 15 Daily Moisturizer, while supplies last. Clever marketing moves such as this are the key to surviving this delicate economy. If you can attract one new customer or convince one more person to walk into your spa or try your product, then any effort you’ve made is worthwhile. Email us at email@example.com and let us know about any innovative marketing ideas you’ve recently employed.
Nowadays, it’s easy to get bogged down with the doom-and-gloom of bad economic news, so it is downright refreshing to encounter someone with a positive and proactive outlook. Last week, I attended Dermalogica’s 16th-annual May Education Week at the company’s Carson, CA, headquarters, and after sitting in on some great sessions and talking to company founder Jane Wurwand, I found it almost impossible not to adopt an optimistic outlook.
In spite of (or perhaps because of) the current recession, Jane and her team at Dermalogica and the International Dermal Institute are keeping the company’s focus on education and providing clients with the knowledge they need to help their businesses thrive. As such, more than 120 educators from more than 50 countries were flown to California for a week of classes, bonding, networking, and fun. The main message? The spas, skin clinics, and salons that are thriving in this economy are the ones that are being proactive and pushing limits.
May Week classes offered tips for building business, spelled out the importance of retail, and filled attendees in on the latest in technology, treatments, techniques, and more. The event ended with a very inspirational presentation by Jane herself on CoolBrands. For the fourth year in a row, Dermalogica has been named one of the U.K.’s favorite brands for its style, innovation, originality, authenticity, desirability, and uniqueness. The company was also part of the annual book, CoolBrands, an Insight Into Some of Britain’s Coolest Brands, sharing the spotlight with H&M, Aston Martin, Vivienne Westwood, and other hip companies.
Dermalogica has always been an effective, original brand, and I think we could all learn from Jane’s philosophy: “A therapist should give a client a treatment, not just a treat.”